Appetite for new AWG identity

London design consultancy Appetite – formerly known as Beresfords has created a new identity for Anglian Water’s parent group, AWG.

The change reflects the group’s expansion beyond the water industry and the increasing competition in the utilities sector.

The consumer-facing Anglian Water brand remains unchanged for the present, but is currently ‘under development’, according to Appetite managing director Laura Haynes.

‘The new marque is a confident, simple icon,’ she adds. ‘It represents AWG’s forward-thinking approach to business without losing the group’s heritage.’

Revised internal branding goes live immediately with external applications, such as vehicle liveries, being rolled out gradually.

AWG is developing its water and non-water businesses both in the UK and internationally. The new identity reflects the fact the AWG group is not just about water, says an Anglian Water spokesman.

The group also encompasses construction company Morrisons. Appetite changed its name from Beresfords in July.